For an SEO or SEA campaign, the length of stay and the number of visited subpages also plays a prominent role, because the higher the values are, the greater the probability that previously made decisions were successful. Furthermore, the mathematical relation between new and returning website visitors plays an important role, because returning visitors have a higher probability of buying than new visitors. Furthermore, the relation between these two groups of visitors provides information about the awareness of the own website on the Internet.

The theory that signals from the social networks have a direct impact on rankings in the major search engines, which we do not advocate. However, campaigns and publications via Facebook, Twitter, Instagram and other channels can have an indirect positive impact, because higher traffic can have a positive effect on your own brand and many other previously mentioned key figures.